As most exhibitors know, there are several types of electronic lead retrieval systems available to them at different shows.  The question now arises, which one should you use in your trade show exhibit?  Well, it depends on your objectives and exhibit follow-up strategy.

Lets look at three basic electronic lead retrieval systems.

1st A very popular system is a hand held scanner that simply scans the attendees badge.  The information associated with that attendee’s barcode is then captured.
No other information can be recorded.

2nd  There is another version of the hand held scanner that allows the exhibitor to program in qualifying questions, which will help rate the lead.  The leads are then separated by this rating system, which allows the exhibitors marketing and sales team to have a more effective follow-up.  They are able to contact the “hot” leads first and provide them with the information they were interested in.  This will hopefully help the conversions from leads to sales.

3rd  There is a scan and print system.  With this system, your sales reps have to take the leads badge out of their holder.  They have to then walk over to lead retrieval machine and put the badge into the machine.
The system then captures the information electronically, but also prints out a piece of paper with the leads information on it.  This system also allows the exhibitor to program qualifying questions to help rate the leads for follow-up.

Each one of these scanners has its pros and cons.  As mentioned above, your decision on which scanner to use should be based on your objectives and follow-up strategy.  The handheld scanners were created for speed and convenience, but limits the information gathered for effective follow-up.

Use the 1st scanner mentioned if your objective is to simply build a data base and scan as many badges as possible.  With this objective you do not need to ask any qualifying questions or want to separate the leads for more strategic follow-up.

Use the 2nd scanner mentioned if your objective is to capture leads quickly and qualify the lead with just a few basic questions.  There are two scenarios where this type of scanner would most likely be used.  The first is that the exhibitor has more than one product and by asking qualifying questions they are able to send the appropriate information to them.  The second is that the leads would be given to sales reps not present at the show.  This occurs when leads are divided up and given out to the regions sales reps.
By qualifying the lead, it gives the sale reps a little background of how hot the lead is and what they are interested in.  However, the danger on this is that because the sales reps did not speak to these individuals and have no relationship, they feel as though it is a cold lead and do not follow-up with them.

The 3rd scanner mentioned seems as though it is inconvenient, but it is often times the best option and most recommended.  This system requires the sales rep to take the leads badge out of their holder.
The benefit to this is that the lead can’t go anywhere without their badge.  Also, because it is inconvenient, if a lead allows you to scan their badge, this shows that they have some sort of interest in what you do (given they aren’t just trying to get a free ipod you are giving away).
This system also allows you to program in a few qualifying questions.  More importantly this system prints out a piece of paper that your reps can make specific notes on about the lead that can be used for follow-up.  This can help your sales reps feel as though it is a stronger lead and worth following up on.

Summary, if you are going for quantity over quality the handheld scanners are fine.  If you would like to record more person information to each of your trade show leads, which would result in better follow-up, then go with the printout lead retrieval system.  If you want both, quantity and quality, you can always have both types in your booth!  It all depends on your strategy.

Recently Exhibitor Magazine put out a Social Media Marketing survey, which surveyed almost 8,000 trade show exhibitors.  This survey was conducted because of the large social media boom in the business world.  In fact, facebook alone grew by 42 million people from January and July of 2009.  With this large growth, the trade show and event world is keeping a close eye on social media marketing and deciding what it means to them.

Although a few companies that have utilized social media in the exhibit and event world, many of them are waiting to see if social media is just a fad or if it will result in a revolutionary change to trade show and event world.  The survey showed that over two-thirds of the respondents have used social media sites as part of their marketing strategies for trade shows and events.  Those who have utilized social media have reported an increase in brand awareness and enriched the relationships with their clients, increased booth traffic and even an increase in sales.  In fact, 58% of respondents of the survey believe that social media has moderate potential for exhibit and event marketing.  90% of the respondents insisted that social media has unlimited potential in the face-to-face marketing events.  Of the different types of social media, the two channels that show the most potential with trade shows and events are
Facebook and Twitter.  Even with exhibit and event professionals admitting that social media could be very beneficial, only 31% of the respondents claimed that they have effectively used social media with exhibit marketing and only 24% of them have used it effectively with event marketing.

What is the biggest hurdle for companies when it comes to using social media with their events and trade show exhibits?  In one word, TIME!  The companies lack the time that is needed to effectively use social media as part of their event and exhibit marketing campaigns.  This is why so many companies are starting to outsource this service to agencies that specialize in how to use social media in the trade show and event world.  This will most likely continue to be the trend until it is determined if social media is here to stay.

Do you think social media is here to stay?  If so, how will it affect the trade show exhibit and event world?

If you want to view the results of the survey visit: www.ExhibitorWebLinks.com.

Be honest, does your trade show strategy consist of putting up a custom exhibit that looks great, and then your people just stand there all day?  Do your people actually know what to do?  Are you interested in cost conscious trade show training?  The Center for Exhibition Industry Research states that 85% of your trade show success is based on your people.

If you like to educate yourself while driving in the car, ExpoVantage has put out an audio learning program called Stop Burning Trade Show Dollars.  This is designed as a trade show training program that:

…offers a realistic and simple budget conscious approach for maximizing your trade show investment.

In typical fashion there is a cool video on the page that explains the program.

My insider information tells me this is a live recording from a seminar with 50+ attendees.  Is the information helpful as an exhibitor?  The attendees’ average rating was 9.5 out of 10.  Are the presenters organized and knowledgeable?  The attendees’ average rating was 9.7.

Here are some of the testimonials from the people attending:

“The ‘PEST’ and ‘HUG’ strategies provided instant dramatic results at NO COST!” -Darcy Cook, Safety Trainers

“…no nonsense and genuine approach…brief, concise and useful…” – Robin Samora, Partner Promotions

“The lessons from your seminar were critical factors in our trade show success.” – Expert Laser Services

What is the value of you gaining just one more qualified lead?  If you apply what is taught, I expect most will double their qualified leads.  Knowing Jason and the quality of his work, for $45, this is a steal.  Buy one for each of your team members.

Tell him I sent you.  After this big endorsement, he’s going to have to buy me lunch.